The internal Facebook research documents on users with multiple accounts—spanning from 2017 through earlier this year—offer a more expansive view into how the company has handled the phenomenon.
“It’s not a revelation that we study duplicate accounts, and this snapshot of information doesn’t tell the full story,” Facebook spokesman Joe Osborne said, adding that duplicate accounts pose a challenge for many large digital platforms, and that advertisers use Facebook because it gives them desired results.
The documents are part of a collection of internal Facebook communications that have formed the basis of a series of Journal articles calledFacebook researchers in the documents quantified the potential impact for advertisers if duplicate users were removed from the audiences it estimated would be reached in a certain kind of ad campaign called “reach and frequency.
Some Facebook staffers recommended accounting for multiple users in the numbers it reports to advertisers. Another staffer replied, “There are tough pros & cons of integrating SUMAs into reporting,” adding that there should be “leadership review before locking in on a course of action.”
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